Ad Sales Research Director

Overview

AARP Services, Inc., founded in 1999, is a wholly-owned taxable subsidiary of AARP. AARP Services manages the provider relationships for and performs quality control oversight of the wide range of products and services that carry the AARP name and are made available by independent providers as benefits to AARP’s millions of members. The provider offers currently span health products, financial products, travel and leisure products, and life event services.

Specific products include Medicare supplemental insurance; credit cards, auto and home, mobile home and motorcycle insurance, life insurance and annuities; member discounts on rental cars, cruises, vacation packages and lodging; special offers on technology and gifts; pharmacy services and legal services. AARP Services also engages in new product development activities for AARP and provides certain consulting services to outside companies.

The Ad Sales Research
Director role requires a unique combination of consumer insights expertise, strategic consulting, advertising knowledge, audience measurement, data storytelling, and business acumen. The position serves as both a research leader and trusted advisor, transforming complex data into actionable recommendations that influence advertiser decision-making, strengthen market positioning, support revenue growth, and establish organizational thought leadership.

• Manages all aspects of a quarterly primary study, with participation among several advertisers. Consults with advertisers to understand the big-picture of their business, as well as their current marketing objectives. Makes recommendations for how this study can best be utilized to gather information that will enable advertisers to better accomplish their marketing objectives. Develops survey questions, run and analyze data tabs, and analyze study findings.
  
  Presentation of results and marketing implications to key client stakeholders who are frequently director level and above.
• Manages year-long advertising effectiveness studies for clients.
• Prepares in-depth, longitudinal advertising campaign performance analyses for multiple advertisers. Provides consultation that identifies both strengths of past performance and opportunities for greater success in an advertiser’s future marketing efforts.
• Envisions and creates proprietary member research insights from all primary research projects in order to deepen advertiser relationships, strengthen advertising performance, and reinforce a position of authority.
• Develops consumer and category insights in order to continually educate the sales team in ways that help them carry more authority in their daily efforts to procure advertising revenue.
• Assists management with planning and developing initiatives that continually raise the bar for the team’s deliverables and processes.
• Manages research contracts and external vendor relationships, with a focus on cost savings and maximizing ROI. Participates in evaluation of new research-related products and services. Maintains the calendar for all department projects. Maximizes annual expenditures by rebalancing resources and developing efficient budget management and solutions.

• Bachelor’s degree in Market Research, Marketing, Business, Social Sciences, or a related field, with eight or more years of progressively responsible experience in market research, consumer insights, analytics, or a related field.
• Demonstrated experience designing and leading custom research programs, including member research, omnibus studies, and other research initiatives that deliver actionable insights and support business and strategic priorities.
• Demonstrated expertise in the 50+ consumer, including experience developing audience insights, estimates, and research-based prototypes for media, marketing, or publishing initiatives.
• Experience supporting data match initiatives and leveraging data and analytics to generate meaningful consumer and business insights.
• Experience managing digital and cross-media brand lift studies and evaluating campaign effectiveness and brand impact.
• Demonstrated ability to develop thought leadership and research-based…